CROverview of Biscuits & Sweet Baked Goods in China 202411260158259476

© 2024 INNOVA MARKET INSIGHTS
China
Category Review
September 2024
Sweet Baked Goods in
Overview of Biscuits &
provided to [email protected] on 26 Nov 2024 01:58 (UTC)

Introduction
• This report analyzes the biscuits & sweet baked goods cluster in China using
the methodology outlined.
• It also examines innovation, positioning and flavor trends to see how these
align with Innova's Top 10 Trends.
• In addition, this information is summarized to provide valuable

insights into what may then be expected in the biscuits & sweet baked goods
cluster in China.
Source: Innova Market Insights

2
Category Review: Overview of Biscuits & Sweet Baked Goods in China - Sep 2024
Methodology & notes
Category definition Category definition
• This report is a product launch analysis for biscuits & sweet baked goods • Baking ingredients and mixes includes cake mixes, bread mixes, pizza base
in China. The report also dives deeper into the category, top positioning mix and all ingredients for baking such as flour, decorations & toppings, and
and flavor trends. colorings. It does not include any ready-to-eat products. These mixes can be
found in ambient, chilled and frozen formats. The ingredients can be readily
• Included: Cakes – pastries and sweet goods, sweet biscuits/cookies, combined and ready-to-bake like pie crusts, puff pastry, and dough. It
baking ingredients and mixes. includes sprinkles e.g., hagelslag, food coloring, chips for baking use, grated
coconut and pie/cake fillings. Fats designed for baking should be inserted in
• Cakes – pastries and sweet goods includes all cakes and cake portions, dairy – butter, margarine & other blends and the shortening & lard sub-
pastries, donuts, brownies, snack cakes, waffles, toaster pastries, filled category. Seasoned flours for coating meat & meat products are included in
croissants, pies, pancakes, brioche, scones, sweet pastry cases, ice the seasoning category.
cream cones (with no ice cream), frozen waffles and pancakes, crepes,
panettone, eclairs, and hand-held pies. It includes all foods which may or
may not require baking in all storage formats: Ambient, chilled & frozen.
• Sweet biscuits/cookies includes cookies, digestive biscuits, butter cookies,

sandwich cookies, sweet rice cakes, tea cakes with biscuit, sweet
shortbread and biscuit & dip combination products with sweet spreads.
Sources: Innova Database, Definitions List Manager

3
Methodology & notes
Region and time periods Consumer insights Metrics
• Country coverage – China. • Consumer research was carried out via • % of launches = number of launches with specified
an online survey of consumers aged 18- attribute/total number of launches.
• The new product development (NPD) trends analysis 75.
covers the last 36-month period including the last • CAGR stands for compound annual growth rate and
completed quarter: Jul 2021-Jun 2024. • For multi-country reports, consumer data is calculated based on the absolute value
is given for the most recent year only. of new product development launches/sales over the
• Optimizing the positioning trends section: Positionings Innova Database customers with access period of 3/5 years. This measure is used to
such as convenience-related claims, ethical claims and to Innova Consumer data can view multi- summarize multi-year trends in launch counts.
allergy – widespread which are occupying a high share year data for most countries.
across food and beverage categories are excluded so • 2024F refers to the current year and the new product
as to showcase more relevant top claims for each • This report on biscuits and sweet baked development/sales value pertaining to this year are
category/subcategory. goods in China relies on data from the forecasted.
Innova Category Survey 2024, Innova
Trends Survey 2024, Innova Snacking & • The growing claims/flavors are calculated using the
Healthy Snacking Survey 2024 and Jul 2018-Jun 2024 data. The methodology involves
Innova Flavor Survey 2024. assigning a growth rank and penetration growth to
the respective claims/flavors based
on new product development launches, year-over-
year (YoY) growth rates and CAGRs. Combining
growth rank and penetration growth provides a final
score based on which the growing claims/flavors are
calculated. It is to be noted growing claims/flavors
are apart from the top 5 claims/flavors for the current
time period.
Source: Innova Database

4
Top trends influencing innovations in biscuits & sweet baked goods in
China
• Leveraging positive consumer attitudes by emphasizing the product's • Health brands are embracing indulgent products, while comforting
standout ingredient. treats now offer added nutritional benefits, creating an ideal
combination.
• Consumers in China value protein, leading to increased growth for
products that highlight the same on their packaging. By emphasizing • In China, consumers seek to reduce or eliminate harmful
the presence of protein in the pack labels, brands can create ingredients to make indulgent foods healthier. This preference is
appealing nutrient-rich treats that may attract consumers and drive evident in biscuits and sweet baked goods, which increasingly
market growth. feature claims like no trans fat, sugar-free, and no added sugar,
underscoring a broader trend toward healthier indulgence.
Sources: Innova Database, Global Bakery Top Trends 2024

5
Trending innovations in biscuits & sweet baked goods in China
Trend #1. Ingredients: Taking the Spotlight Trend #7. Indulging in Health
Ffit8 Dark Chocolate Flavor Oat Protein Cookies Ole Everyday Buckwheat Flavored Sugar Free Caramel Treats
China, Jun 2024 VIEW DETAILS China, Mar 2024 VIEW DETAILS
Description: Individually packed dark chocolate flavor oat protein cookies, Description: Individual packs of buckwheat flavored sugar free indulgent
held in a 448g carton folded box. 0 trans fatty acids. caramel treats, held in a 208g carton folded box. Selected maltitol liquid.
15% selected buckwheat.

6
Category Review
Executive Summary

NPD trends in biscuits & sweet baked goods in China: Summary
Hema is the top

Cakes – pastries company for the
& sweet goods is biscuits & sweet Wholegrain is
the leading baked goods in Jul the fastest
subcategory 2023-Jun 2024 growing claim
within the in Jul 2023-
biscuits & sweet Jun 2024
baked goods
cluster in Jul
2023-Jun 2024.
China is the
third largest Brown sugar
country for flavor is
biscuits & gaining
sweet baked traction in Jul
goods in Jul 2023-Jun
2023-Jun 2024. 2024

8
Category at a glance
• Biscuits & sweet baked goods display an increase in share between Jan
2022-Jun 2022 and Jan 2024-Jun 2024.
• Cakes – pastries & sweet goods is the leading subcategory in Jul 2023-
Jun 2024.
• No trans fat and milk chocolate are the top claim and flavor respectively, in
Jul 2023-Jun 2024.
• Wholegrain and no added sugar are both growing claims.
• Brown sugar and hazelnut flavors are both gaining prominence.

9
Five things to know about biscuits & sweet baked goods in China
1 2 3 4 5
Focus on healthier Protein demand drives Hema’s novel Chinese Prevalence of children- Fruit/superfruit flavors
cakes – pastries & growth in biscuits & cuisine-inspired friendly biscuits & move NPD choices in
sweet goods in China sweet baked goods products drive the NPD sweet baked goods China
1 in 2 respondents in 38% of consumers in Consumers in China are In China, cakes – pastries 1 in 5 respondents prefer
China aim to reduce or China valuedprotein, purchasing more cakes, & sweet goods and sweet fruit/superfruit flavors,
eliminate harmful reflecting growth of pastries, and sweet biscuits/cookies are the driving NPD in China.
ingredients to make +12.8% (CAGR, Jul 21- biscuits due to their preferred snack among Choices include berries
indulgent foods Jun 24) for products variety and novelty. children, with launches for strawberry, cranberry),
healthier. This highlighting the same in Hema's offerings, children (5-12) registering tropical fruits (pineapple,
preference is reflected in their pack labels which inspired by Chinese +20.7% (YoY) growth. passion fruit), superfruits
cakes – pastries & sweet aligns well with Trend #1. cuisine including mochi This preference is (durian, jujube, mulberry),
goods with increased no Ingredients: Taking the with black sesame and addressed by the product and orchard fruits (peach,
trans fats (7%), sugar Spotlight. Manufacturers mung bean, black tea pack featuring animated apricot, plum).
free (5%), and no added adding protein to their chiffon cakes, and characters (Toy Story, Additionally, cross-
sugar (4%) claims, products drive growth by purple rice cakes, as Pokémon, Mickey Mouse, category flavors
highlighting a shift appealing to health- well as pastries My Little Pony) and (beverage – caffe latte,
toward healthier options conscious consumers in designed to resemble animal-shaped selections. oolong tea and matcha
in Jul 23-Jun 24. China. tiger skin and claws, tea) are gaining
sustain the NPD. prominence.
Sources: Innova Database, Innova Trend Survey 2024, Innova Category Survey 2024, Global Bakery Top Trends 2024
10
Category Review
Category Analysis

Biscuits & sweet baked goods share increases during Jul 2023-Jun 2024
Figure 1: Biscuits & sweet baked goods cluster launches as a % of bakery category in China • In China, biscuits & sweet baked goods
record an increase in share of 0.4%
between Jul 2023-Dec 2023 and Jan 2024-
Change in
Jun 2024.
70% 67.5% Penetration
65.1% 64.8% 65.2%
63.8% Jan 2022-Jun 2022 • Nearly 2 out of 5 consumers in China state
vs that they always check the ingredients of
60% Jan 2024-Jun 2024 interest on the product pack. Protein is at
the top of the list, with 38% of respondents
50% emphasizing them.
+1.4%
% of launches
• In line with this, launches showcasing

40%
protein on the pack labels display a growth
rate of +12.8% (CAGR) during Jul 2021-Jun
30% 2024, aligning with Trend #1. Ingredients:
Taking the Spotlight.
20%
• Acknowledging this consumer demand, the
development of biscuits and sweet baked
10% goods with added protein catering to health-
conscious individuals by prioritizing their
0% nutritional needs might drive the market in
Jan 2022- Jul 2022- Jan 2023- Jul 2023- Jan 2024- China.
Jun 2022 Dec 2022 Jun 2023 Dec 2023 Jun 2024
Sources: Innova Database, Innova Trend Survey 2024, Global Bakery Top Trends 2024
12
Cakes – pastries & sweet goods keeps the top position during Jul 2021-Jun 2024
Figure 2: Biscuits & sweet baked goods cluster launches in China, by subcategory • In Jul 2023-Jun 2024, cakes – pastries &
sweet goods registers the largest share of
50% within the biscuits & sweet baked
100%
6% 6% goods cluster across the country.
10%
90% • In China, 22% of consumers seek cakes –
pastries & sweet goods to indulge/treat
80% themselves.
42% 40%
70% 40% Baking Ingredients & Mixes • Moreover, 1 in 2 respondents focus on
minimizing or eliminating harmful
60%
ingredients to make indulgent foods
healthier (Trend #7: Indulging in Health).
Sweet Biscuits/Cookies
50% • Inclining with this preference, products
display an increase in share for claims such
40% as no trans fats, sugar free and no added
Cakes - Pastries & Sweet Goods sugar, highlighting an emphasis on health-
30% conscious attributes in indulgent offerings.
52% 54%
50%
20%
10%
0%
Jul 2021- Jul 2022- Jul 2023-
Jun 2022 Jun 2023 Jun 2024
Sources: Innova Database, Innova Category Survey 2024, Innova Trend Survey 2024, Global Bakery Top Trends 2024
13
Well-established traditional claims in top subcategories
Danisa Traditional Butter Cookies Arowana Xinjiang Wheat Flour Wufangzhai Sakura Persimmon Flavored Soft
Center Green Mochi
China, Apr 2024 VIEW DETAILS China, Feb 2024 VIEW DETAILS
China, Apr 2024 VIEW DETAILS
Description: Traditional butter cookies in a 75g Description: Xinjiang wheat flour in a 1kg plastic
plastic flat pouch, held in a carton folded box. standing pouch. Authentic Xinjiang wheat. Description: Four pieces of sakura persimmon
Original Danish recipe. Traditional. flavor soft-centered green mochi, in a 240g carton
folded box. China time honored brand. Chinese
seasonal delicacies. Spring limited. Traditional.

14
Category Review
Innovation Trends

Brands dominate the NPD in China during Jul 2022-Jun 2024
Figure 3: Biscuits & sweet baked goods: Private Label Penetration (China) • 21% and 27% of respondents in China state that
brands influence their purchasing decisions for
100% cakes – pastries & sweet goods and sweet
10% 9% biscuits/cookies, respectively. In China, branded
companies dominate with a 91% share in Jul
90%
2023-Jun 2024.
80% • Oreo (2%) is the top brand for biscuits & sweet
baked goods launches in China in Jul 2023-Jun
70% 2024.
60% • Oreo is tailored to local tastes with flavors such

Private Label
as matcha, oolong tea, and peach blossom rice,
% of launches
50%
alongside thin biscuits and mini Oreos with yogurt
91%
during Jul 2023-Jun 2024.
90%
40% Branded
30%
20%
10%
0%
Jul 2022-Jun 2023 Jul 2023-Jun 2024
Sources: Innova Database, Innova Category Survey 2024

16
Hema is the key player in Jul 2023-Jun 2024
Figure 4: Biscuits & sweet baked goods cluster launches in China, by top company • Hema (3.6%) holds the largest share in biscuits &
sweet baked goods and is driven by its brands
Freshippo Bakery (10%) and Hema Nb (9%) in Jul
CAGR % of subcategory 2023-Jun 2024.
Jul 2021-
Jun 2024 0% 1% 2% 3% 4% 5%
• 31% and 34% of consumers in China cite that
3.6% they have increased their purchase of cakes –
+97.9% Hema 4.0% pastries & sweet goods and sweet
1.0% biscuits/cookies, respectively, due to the variety
and novelty available.
2.1%
+8.3% Mondelez 4.4% • Supporting this, Hema's launches, inspired by
1.8% Chinese cuisine (mochi filled with black sesame
and mung bean, black tea-flavored chiffon cakes,
1.4% and purple rice cakes) and pastry designs
+60.4% Aldi 1.3% resembling tiger skin and claws, cater to diverse
0.6%
taste preferences.
Jul 2021-Jun 2022
0.5%
-50.9% Daoxiangcun Food 1.9% Jul 2022-Jun 2023
2.3% Jul 2023-Jun 2024
0.2% 8%
-66.7% Ezaki Glico 0.8%
2.2%
is the total share of these companies in
Jul 2023-Jun 2024 of biscuits & sweet
baked goods launches tracked in
China.
Sources: Innova Database, Innova Category Survey 2024

17
Spotlight on familiar milk chocolate flavor by top companies
Oreo Original Flavor Sandwich Biscuit Hema Nb Three Hugs Cake: Sea Salt Chocolate Aldi Shendacheng Chocolate Qingtuan
Cherry And Sakura White Peach Flavor
China, Apr 2024 VIEW DETAILS China, Jun 2024 VIEW DETAILS
China, Apr 2024 VIEW DETAILS
Description: Eight packs of original flavor Description: Four pieces of rice mochi with milk
sandwich biscuit, Milk chocolate flavor. Imported Description: Two sea salt milk chocolate cherry chocolate flavored filling. Comes in a 240g plastic
cocoa powder, sweet and not greasy. cake and 2 sakura white peach flavor cakes. standard tray, held in a plastic flat pouch held in a
Comes in a 160g plastic PET standard tray with cardboard sleeve.
recloseable lid. Freshly made seasonal cake.

18
Category Review
Positioning and Flavor Trends

No trans fats holds the top positioning in Jul 2023-Jun 2024
Figure 5: Top 5 positionings for biscuits & sweet baked goods cluster in China • Nearly 1 in 3 respondents in China seek cakes –
pastries & sweet goods and sweet
biscuits/cookies as their preferred snack for
7% 6.7%
6.6% children.
• In accordance, launches specifically made for

6%
children (5-12 years) record a growth rate of
5.2%
+20.7% (YoY) in Jul 2023-Jun 2024.
5% 4.7% • Animated characters (Toy Story, Pokémon,
4.3% Mickey Mouse, My Little Pony) featured on the
pack as well as biscuits shaped like animals and
4% 3.8% 3.8% cartoon characters cater to young consumers by
3.7%
3.3% enhancing the product’s appeal through engaging
designs.
3% 2.8% 2.7%
2.7% 2.7%
2.3%
2%
1% 0.7%
Apart from the top 5 claims, wholegrain, no
added sugar, high/source of protein,
0% organic and sugar-free claims are gaining
No Trans Fats High/Source of Fiber Traditional Seasonal – Other Children (5-12 years) prominence in Jul 2023-Jun 2024.
Jul 2021-Jun 2022 Jul 2022-Jun 2023 Jul 2023-Jun 2024
Sources: Innova Database, Innova Snacking & Healthy Snacking Survey 2024
20
Note: Sum of the percentages may be greater than 100% due to multiple positionings per product
No trans fats claims lead the category
Nestle Passion Fruit Oolong Tea Flavored Yuzhiwei Matcha And Milk Flavor Mochi Duo Dun Jasmine Flavor Coconut Cookies
Wafer VIEW DETAILS VIEW DETAILS
China, May 2024 China, Apr 2024
China, Jul 2024 VIEW DETAILS
Description: Ten pieces of mochi with matcha and Description: Individually packed jasmine flavor
Description: Passion fruit oolong tea flavored milk flavor. 27.5% filling. No trans fats. Cold coconut cookies, No trans fats. With 30%
wafer, oolong tea from Yunnan. Good match with process pastries. dietary fiber.
tea flavor and passion fruit flavor. 0 trans fats.
Quality milk powder.

21
Milk chocolate flavor stays ahead in Jul 2023-Jun 2024
Figure 6: Top 5 flavors for biscuits & sweet baked goods cluster in China • In China, 22% of consumers state they are most
inclined to experiment with the flavor of biscuits &
sweet baked goods.
10%
9.5%
9.1% • Furthermore, there is an interest in fruit/superfruit
9% flavored options, with 1 in 5 respondents
8.4%
indicating a preference for it.
8%
• Driven by this consumer demand, options
7% featuring fruit flavors, such as berries (strawberry,
cranberry), tropical fruits (pineapple, passion
6% 5.6% fruit), superfruits (durian, jujube, mulberry) and
5.3%
5.1%
5.3% orchard fruits (peach, apricot, plum), sustain the
5% NPD in China.
4.4%
4% 3.7% 3.6%
• Additionally, selections also showcase cross-
3.6%
category flavor innovations inspired from
3.1% 2.9% 3.1%
3%
beverages such as caffe latte, matcha tea and
2.7%
oolong tea, emphasizing a preference for diverse
flavor combinations.
2%
1% Apart from the top 5 flavors, brown sugar,

hazelnut, dark chocolate, coffee and cocoa
0% flavors are gaining prominence in Jul 2023-Jun
Milk Chocolate Coconut Strawberry Red Bean Matcha Tea 2024.
Jul 2021-Jun 2022 Jul 2022-Jun 2023 Jul 2023-Jun 2024
Sources: Innova Database, Innova Flavor Survey 2024

22
Note: Sum of the percentages may be greater than 100% due to multiple positionings per product
Milk chocolate flavor for all ages
Teemful Four Seas Chocolate Waffle Biscuit Koobi Kombucha 4D Fun Chocolate Melundo Chocolate Egg Roll
Biscuits VIEW DETAILS
China, Jul 2024 VIEW DETAILS China, Jun 2024
China, Jun 2024 VIEW DETAILS
Description: Milk chocolate waffle biscuit in a Description: Individually packed milk chocolate
110g plastic standing pouch. Description: 4D fun milk chocolate animal- egg roll, held in an 88g carton folded box.
shaped biscuits. Sugar free. Recyclable 30% added imported chocolate. Recyclable
packaging. packaging.

23
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© 2024 INNOVA MARKET INSIGHTS

provided to [email protected] on 26 Nov 2024 01:58 (UTC)

• In addition, this information is summarized to provide valuable

Source: Innova Market Insights

Category definition Category definition

• Sweet biscuits/cookies includes cookies, digestive biscuits, butter cookies,

Sources: Innova Database, Definitions List Manager

Region and time periods Consumer insights Metrics

Source: Innova Database

Sources: Innova Database, Global Bakery Top Trends 2024

Source: Innova Database

provided to [email protected] on 26 Nov 2024 01:58 (UTC)

Hema is the top

Source: Innova Database

• Wholegrain and no added sugar are both growing claims.

• Brown sugar and hazelnut flavors are both gaining prominence.

Source: Innova Database

provided to [email protected] on 26 Nov 2024 01:58 (UTC)

• In line with this, launches showcasing

Source: Innova Database

provided to [email protected] on 26 Nov 2024 01:58 (UTC)

60% • Oreo is tailored to local tastes with flavors such

Sources: Innova Database, Innova Category Survey 2024

Sources: Innova Database, Innova Category Survey 2024

Source: Innova Database

Positioning and Flavor Trends

provided to [email protected] on 26 Nov 2024 01:58 (UTC)

• In accordance, launches specifically made for

Source: Innova Database

1% Apart from the top 5 flavors, brown sugar,

Sources: Innova Database, Innova Flavor Survey 2024

Source: Innova Database

Disclaimer: The information in this document is intended for informational and

Get more of the category insights you need

Competitor Custom Consumer

Contact your account manager or reach out to us here

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